Can a realtor have their own Google Business Profile?

Yes. Google's guidelines name real estate agents as individual practitioners, so a public facing agent can have a Business Profile of their own, separate from the brokerage's profile. Because that profile promotes your real estate services, treat everything on it as advertising: show your broker's name where your state requires it, and keep fair housing rules in mind in every word and photo.

Can a real estate agent have their own Google Business Profile?

Google's guidelines for representing your business define an individual practitioner as "a public-facing professional, typically with their own customer base," and list "insurance or real estate agents" alongside doctors and lawyers. A practitioner should create their own dedicated profile if they:

• Work in a public facing role. Support staff, such as a transaction coordinator, should not have one.
• Can be contacted directly at the verified location during stated hours.

The same guidelines set limits. One practitioner should not have several profiles to cover each specialty, so you do not need separate listings for buyers, sellers and rentals.

My profile or the brokerage's profile?

Google's guidelines give two setups:

• Several agents work from one office. The brokerage keeps its own profile for that location, and each agent's profile is separate. Google says the practitioner profile should include only the practitioner's name, not the organization's name.
• You are the only public facing agent at a branded location. Google says it is best to share one profile with the organization, named in the format "[brand/company]: [practitioner name]."

Check with your broker before you create anything. Your brokerage may already manage the office profile and may have its own policy on agent profiles.

What address and service area should I use?

If you meet clients at properties or in their homes rather than at a staffed office, Google treats you as a service area business. Its guidelines say a service area business working from a home address should hide that address, and that a virtual office or a mailing address where you do not work is not eligible. A desk at a co working space only qualifies if it has clear signage, receives customers, and is staffed during business hours.

Google's service area help page says you can list up to 20 service areas, such as cities or ZIP codes, and that the overall area should not extend beyond about 2 hours of driving time from where you are based.

Only show the brokerage address if you really work there and clients can reach you there during your posted hours.

Which categories, photos and posts make sense?

Google asks you to choose as few categories as possible and to pick ones that complete the sentence "This business IS a," not "this business HAS a." For most agents that means one specific real estate agent category, not separate categories for every service.

Your business description should explain what you do and where. Google's guidelines say the description cannot contain links of any kind and should not focus on promotions, prices or sales.

For photos and posts, use your own listing photos (with your broker's and seller's permission), neighborhood scenes and finished open house setups. Do not post photos of clients without their permission.

How do I get reviews the right way?

Ask past clients for an honest review after closing. Google's Maps content policy does not allow offering incentives "such as payment, discounts, free goods and/or services" in exchange for a review, or for changing or removing a negative one. That rules out gift cards, closing gifts tied to a review and raffle entries.

Reply to reviews in a short, professional way, and never share deal details or personal information in a reply.

Compliance box: your profile is advertising

Your broker's name. Your profile and posts can count as ads under your state's rules. Texas is one example. The Texas Real Estate Commission's advertising rules explainer defines an advertisement to include "all electronic media including email, text messages, social media, the Internet." Under TREC Rule 535.155, each ad must include the license holder's or team's name and the broker's name in at least half the size of the largest contact information for the agent or team. TREC also says your sponsoring broker is responsible for reviewing your advertising.

That can clash with Google's rule that an agent's profile name at a shared office should not include the organization's name. A community guide in Google's own help forum says agents may add the brokerage name to the profile name where the law requires it, but that guide is written by a community expert, not Google's official policy. The safe move: ask your broker how they want it handled, and name your brokerage clearly in your business description and in every post.

Realtor members. Article 12 of the NAR Code of Ethics requires Realtors to "present a true picture" in their advertising. Standard of Practice 12-5 requires disclosing your firm's name in a reasonable and readily apparent way, and Standard 12-8 says information on your websites should be kept current.

Fair housing. Under 24 CFR 100.75, it is unlawful to publish any statement or ad about selling or renting a dwelling that indicates a preference, limitation or discrimination because of race, color, religion, sex, handicap, familial status or national origin. That includes words, phrases and photographs. HUD's Fair Housing Act overview lists the same protected groups, using the word disability. Describe the home and the area, not the kind of people who should live there.

Where do I check my own state's rules?

Advertising rules differ by state, so do not assume the Texas example applies to you. Go to your state's real estate commission website and look for its advertising rules, then confirm your profile setup with your sponsoring broker before it goes live. Save a copy of your description and posts in case your broker or the commission asks.

If you would like help keeping your profile, website and posts consistent, you can see how Momyntum works or email hello@momyntum.com.

Updated October 31, 2026. For: Realtor.